Google Street View is amazing. It’s amazing because it seems so natural and such an obvious extension to those old digitally impersonal maps.

It’s even more amazing when you think about the technology behind those useful images. Now that Google Street View has gone into the wild, that technology includes a bloke with a big rucksack – the Street View Trekker.

Street View Trekkers solve the problem of inaccessibility by wondering about in the wild, enabling Google to photograph the beautiful places they want us all to experience, such as the Grand Canyon or Muir Woods, so we can explore them right from their desktop. Nice job if you can get it.

Why do we remember some things more that others? Why do some campaigns hold our gaze whilst others pass us by unnoticed? Why are we physically and emotionally attracted to certain messages when others attain no response?

We Are Magnetic is an exploration into the magnetism of communications.

It looks to examine the stickiness of messages. Aims to track new and emerging channels. And plots trends in creativity and technology.

Cataloguing intelligent design, digital innovation and clear brand narrative, We Are Magnetic aims to profile great work and great people.

We Are Magnetic is the creative thoughts and findings of its author Gavin Johnson.